Even fragrance influencers are looking to trim down their collections. Following last summer’s underconsumption trend, driven by Gen Z on TikTok, decluttering is going strong beginning 2025, with other challenges like “project pan” encouraging less beauty buying especially. According to Circana, prestige fragrance sales rose by 14% in 2024, while luxury fragrances increased by 15%. And although perfume isn’t the only sector experiencing massive growth due to social media and influencers, its perception as an accessible luxury makes it an appealing choice for aspiring creators. But to cut down on owning too many at once, without sacrificing trying something new, organizations like the Institute for Art and Olfaction in Los Angeles and Perfume Lovers London are even hosting fragrance exchanges, where enthusiasts can swap bottles IRL. And there’s a secondhand market on platforms like Mercari and eBay, as well as fragrance discussion forums like Parfumo, to trade and sell used bottles. (Glossy)
📊 YPulse data: 64% of 13-39-year-olds use fragrances
